For the launch of the partnership, Lavazza took an innovative creative approach for the “I’m Back” campaign. The campaign is a build up to the official announcement that Andre Agassi is back at the US Open with Lavazza to “give back.” To create buzz, the company began with a series of teasers posted on social media. Then, Lavazza amplified its message in New York City with a series of out-of-home ads strategically placed in key points, featuring a silhouette of Andre Agassi’s iconic 1980s look, complete with a neon pink headband.

Then, this morning, 150, 1980’s Agassi clones are being dispatched to run around New York City to interact with tennis fans in town for the US Open, helping to create anticipation for Agassi’s ultimate unveil at the US Open later this evening. Between the first and second evening match, the clones will come together for a spectacular performance at the Arthur Ashe Stadium where a new advertising video spot will be unveiled (available on tennis.lavazza.com), officially welcoming Andre Agassi back to the US Open after more than 10 years.

Andre Agassi notes, “It has been such a wonderful experience working with the innovative brand from filming the ‘I’m back’ video in Italy, to conceptualizing a fun and engaging activation that is kicking off our partnership. I look forward to seeing what the years ahead have in store for us.” He added, “I am very proud to be partnering with Lavazza, a company that shares not only my passion for tennis, but also an ethical commitment to children and education.”

Ten years ago, Andre Agassi said goodbye to the game of tennis — the game he changed forever. The same wayLuigi Lavazza revolutionized the coffee industry by inventing the blend more than 120 years ago. Now, the two brands with the same exciting, innovative spirits are teaming up to change the lives of underserved youth, starting at the US Open. This year, for every coffee drink sold at the two on site Lavazza cafés, the company will donate $1 to the USTA Foundation to benefit the Andre Agassi Foundation for Education, which is dedicated to transforming public education and creating opportunities for children. Funds raised will be specifically assigned to the foundation’s college readiness program “Summer of a Lifetime” at the Andre Agassi College Preparatory Academy school in Nevada (with more than 1,200 students) as well as financial assistance for college tuition.

Undoubtedly, Lavazza is bringing a boost of energy to the US Open this year with authentic Italian coffee. Consumers at the stadium can enjoy Lavazza coffee at two Lavazza cafés and other points, where the aptly named “I’m Back” frappe drink will be available to be served in special edition glasses available for purchase. This coffee drink was developed specifically for the US Open by Lavazza Training Center coffee specialists.

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